Challenge: How to target TV schedules during a pandemic
Jacob Flaten, account executive for Sparklight Advertising, has created a very specific sales strategy when it comes to approaching potential clients. Nearly two years into his role as a media sales rep, he routinely relies on AdMall’s AudienceSCAN data. When the COVID-19 pandemic first hit this time last year, he knew the AudienceSCAN research would be an invaluable resource for him to maintain his sales numbers.
“Over the course of this pandemic, many of our advertisers had to face a large amount of uncertainty with having to temporarily close their store, quickly scramble to change business practices to find ways to stay in business or permanently close,” said Flaten. “As the advertising arm of a media company, we had to find ways to help our advertisers continue their messaging to their audiences or help them transition their ad dollars from traditional to digital or to a later date when lockdowns ended.”
Solution: Use one of the hundreds of AdMall AudienceSCAN profiles
“I have taken the AudienceSCAN report [with me] to every sales call,” said Flaten. “The AudienceSCAN data from AdMall was a huge tool in helping me get some advertisers to renew their digital marketing and to help me set myself apart from the competition that was selling other platforms (e.g., TV vs radio). For Cable TV, the AudienceSCAN has helped me make more targeted TV schedules and less of a shotgun approach. The other huge tool was the co-op report to help those advertisers that wanted to know what their competition was doing for limited time opportunities or what marketing dollars they could take advantage of.”
Result: $80,000 in revenue, with more in the pipeline
“I would like to say [the AudienceSCAN profiles] have contributed in $23,000 in digital ad sales, $59,000 in cable TV buys with a $50,000 proposal waiting to be approved,” said Flaten. “One client that was sold on how we need to continue their advertising through this and focus more on an audience of ‘potential switchers’ has reported back they are seeing 300 to 400% ROI.”
“I would recommend AdMall to anyone that is in a highly competitive market with multiple media sales rep all vying for the same dollars. I would also recommend it to anyone that is just starting in the media sales business. I wish I had this 3 years ago when I was a rookie. It is an amazing tool [to help you] formulate ideas on how to approach certain prospects so that you don't come off as too salesy or a complete cold call.”
AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences and decision-makers in America. Now in its 11th year, this in-depth analysis of over 15,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,380 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.